How to Make a Direct Mailer
Direct mail is one of the most effective ways to promote a business. This form of marketing allows you to target a specific group of customers by sending letters, postcards, brochures or die-cut direct mail pieces.
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Instructions
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Review your product. Before sending direct mail, first decide what makes your product special. Determine what sets you apart from your competitors. If you have several products, identify your premier product, or the product you want to grow.
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Choose the type of direct mail you want to send. There are several kinds of direct mail pieces. The most common are letters, postcards, brochures and die-cut mailers. Letters are used when the company wants to notify the customer of a change or update to their current product or service. Postcards broadcast a main message on the front and a call to action on the opposite side. Brochures are more expensive and provide a more detailed sales pitch. Die-cut direct mail pieces are the most expensive to produce and mail because they involve an original design that is custom-made.
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Develop your message. Write your copy in a persuasive and positive voice. Be sure you punctuate the most important point early in the copy. Also, include a call to action and information pertaining to where the customer can contact you or your business.
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Mail your piece. In some cases one drop (or mailing) is all you need, however if you plan to drop thousands of pieces you may want to stagger them so that you can accommodate the possible influx of customer calls.
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Track your direct mail campaign.No matter what kind of direct mail you piece you choose (letter, brochure, postcard, die-cut) you will want to track the kind of response you receive. This means calculating the amount spent on the entire direct mail campaign (from writing and design to product and mail costs) and comparing it to the new business that it generates.
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